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The purpose of this study was to find out The effect of title sponsorship activity of the wheelchair basketball on event of the attitude, corporate image and purchasing intention. A total of 189 questionnaires were distributed and 184 questionnaires w...
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https://www.riss.kr/link?id=A100580875
- 저자
- 발행기관
- 학술지명
- 권호사항
-
발행연도
2010
-
작성언어
Korean
- 주제어
-
등재정보
KCI등재
-
자료형태
학술저널
- 발행기관 URL
-
수록면
209-218(10쪽)
- DOI식별코드
- 제공처
- 소장기관
-
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부가정보
다국어 초록 (Multilingual Abstract)
The purpose of this study was to find out The effect of title sponsorship activity of the wheelchair basketball on event of the attitude, corporate image and purchasing intention. A total of 189 questionnaires were distributed and 184 questionnaires were collected through a stratified sampling method from the spectators in 2009` SK telecom wheelchair basketball tournament. The data were analyzed by reliability analysis, exploratory factor analysis, confirmatory factor analysis and structural equation model using SPSS Win Ver, 12.0 and AMOS 16.0. The following were the results: First, the title sponsorship image improvement was found to have a significant effect on corporate image, but not on the preference and confidence acquire. Second, event attitude influenced from corporate image positively impact on consumer`s purchase intension.
The purpose of this study was to find out The effect of title sponsorship activity of the wheelchair basketball on event of the attitude, corporate image and purchasing intention. A total of 189 questionnaires were distributed and 184 questionnaires were collected through a stratified sampling method from the spectators in 2009` SK telecom wheelchair basketball tournament. The data were analyzed by reliability analysis, exploratory factor analysis, confirmatory factor analysis and structural equation model using SPSS Win Ver, 12.0 and AMOS 16.0. The following were the results: First, the title sponsorship image improvement was found to have a significant effect on corporate image, but not on the preference and confidence acquire. Second, event attitude influenced from corporate image positively impact on consumer`s purchase intension.
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